Conceptualised by McCann Worldgroup India, the new ad film is based on the insight that attractive style makes heads turn and evokes instant appreciation
BestMediaInfo Bureau | Mumbai | April 24, 2015
Following the relaunch of its flagship commuter motorcycle brand, Star City+, in 2014, TVS Motor Company has launched a second campaign. The campaign, conceptualised by McCann Worldgroup India, will feature a big release on conventional media, including TV, print and outdoor, as well as on the mobile and digital platforms.
A note from the company stated that since its relaunch last year, the marketing objective has been to make the brand synonymous with style. Working on the creative idea of âItna stylish ki seeti toh bajegi apne aapâ, the film, featuring brand ambassador MS Dhoni, has people on the street whistling at the bike.
The note added that since whistling as a means of showing appreciation is not exactly considered as prim and proper behaviour, the creative leap was in showing people whistling when one least expected them to do so. To achieve the same, McCann Bangalore, along with Team TVS, has developed the creative idea based on the insight that attractive style makes heads turn and evokes instant appreciation.
Commenting on the campaign, Arun Siddharth, Senior General Manager & Head - Motorcycles, TVS Motor Company, said, âIn 2014, we relaunched Star City+ with a new style and superior performance. It was a good success for us with the brand growing in volumes by almost double. Now a year after the launch, we have launched the new Titanium Edition Star City+ to further enhance the style quotient of Star City+. This single minded proposition required a single minded execution idea. McCann has developed the idea, along with TVS Brand Team of style that evinces whistles and nicely bought it to life in this ad.â
Prateek Bhardwaj, National Creative Director, McCann Worldgroup India, added here, âTVS Star City+ has been positioned as a bike thatâs stylishly superior. The brief from the client was simple â to make style synonymous with StarR City+. The idea is simple too â how a stylishly designed object evokes instant, impulsive reactions of awe and desire. Weâre hoping the commercial creates buzz for the brand and takes its market share even higher.â
Brand: TVS StaR City+
Company: TVS Motor Company
Creative Agency: McCann Worldgroup
Production house: Storytellers